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Deirdre Roberson, a chemist-turned-designer, has launched the EUMELANIN brand, combining science and fashion in a groundbreaking way. Drawing inspiration from the chemical structure of melanin, this brand’s designs celebrate the beauty of melanin-rich skin.

The hexagonal shape of the HEX Bag is a nod to the chemical structure of melanin, the pigment that gives skin its color. The hexagon, repeated three times in melanin’s structure, reflects the scientific origins of the brand.

Roberson’s experiences with colorism have motivated her to create a fashion brand that celebrates melanin-rich complexions and challenges beauty standards, promoting diversity and inclusion in luxury fashion.

With the HEX Bag, Roberson pays homage to pioneering Black fashion figures. Willi Smith, creator of Williwear, and Hylan Booker, a renowned menswear designer, are among the trailblazers honored. These icons have left indelible marks in the industry, with Smith revolutionizing fashion through the fusion of high fashion and streetwear and Booker being the first Black couturier to head a fashion house. This personal touch allows EUMELANIN’s customers to connect with the brand on a deeper level, fostering a sense of community and cultural pride.

We caught up with the talented and focused chemist-turned-designer to learn more about EUMELANIN.

Q. What research or insights informed your decision to focus the brand’s color palette on shades that specifically reflect melanin skin tones?

A. Our focus on shades that reflect melanin skin tones stems from a desire to address colorism and its pervasive impact on black and brown communities. Research shows that colorism affects self-concept, opportunities, and social outcomes for individuals with darker skin. By centering our color palette on melanin-rich tones, we aim to challenge these biases and celebrate the beauty and diversity of our skin.

Q. How has EUMELANIN’s emphasis on inclusivity and representation shaped the brand’s overall aesthetic and design sensibilities?

A. EUMELANIN’s emphasis on inclusivity and representation shapes every aspect of our brand. We intentionally design products that honor and celebrate melanin-rich skin, ensuring that our aesthetic and design sensibilities reflect our commitment to diversity. This intentionality guides our product development, marketing, and overall brand strategy.

Q. In what ways does EUMELANIN aim to challenge traditional fashion standards and empower customers through its product designs?

A. EUMELANIN challenges traditional fashion standards by creating products that prioritize the beauty of melanin-rich skin. Our designs are rooted in scientific inspiration and cultural pride, empowering customers to embrace their identity. By highlighting the stories of black fashion pioneers, we connect our customers to a legacy of excellence and innovation in fashion.

Q. What role do education and amplifying underrepresented stories play in EUMELANIN’s brand messaging and customer experience?

A. Education and amplifying underrepresented stories are central to EUMELANIN’s mission. We aim to celebrate black stories that should be known and celebrated. By naming our products after black fashion pioneers and sharing their legacies, we educate our customers about the significant contributions of black individuals to the fashion industry. This storytelling approach not only informs but also fosters a deeper connection with our customers, making each purchase a meaningful experience.

Q. How has EUMELANIN’s commitment to celebrating diversity informed the company’s overall business strategy and growth trajectory?

A. EUMELANIN’s commitment to celebrating diversity shapes every aspect of our business strategy. We prioritize inclusivity and representation in our product designs, marketing efforts, and overall brand messaging. This dedication has helped us build a loyal customer base that values our mission. As we grow, we continue to seek partnerships and opportunities that align with our values, ensuring that our growth trajectory remains rooted in celebrating and uplifting diverse voices.

Q. In what ways does EUMELANIN differentiate itself from other fashion brands that claim to embrace diversity but may fall short in execution?

A. EUMELANIN differentiates itself by embedding diversity into every facet of our brand. Our pillars—design, science, and empowerment—guide us in creating products that celebrate melanin-rich skin tones and honor black fashion pioneers. From the inception of a product idea to its final design, we ensure that inclusivity is woven into our process. This holistic approach, combined with our dedication to high-quality craftsmanship and storytelling, sets us apart from brands that only superficially embrace diversity.

Q. Can you describe EUMELANIN’s process for selecting the pioneering Black fashion figures whose names are used for the brand’s product designs?

A. The selection process began with extensive research into black fashion pioneers who have made significant contributions to the industry. Figures like Hylan Booker, Zelda Wynn Valdes, Willi Smith, and Elizabeth Keckley stood out to me during my initial research. As the brand grows, I continue to discover more inspiring stories, and I look forward to sharing them through our products. This ongoing research ensures that our products honor the legacies of these trailblazers.

Q. Where does EUMELANIN see the greatest opportunities for growth and expansion as it continues to build momentum and spread its message?

A. EUMELANIN sees growth opportunities through strategic partnerships and collaborations with like-minded brands, as well as expanding into retail to increase brand awareness. Although retail expansion is necessary for broader reach, we are selective about our retail partners to ensure alignment with our brand values and the stories we want to tell.

Q. What advice would you offer to young entrepreneurs of color who are inspired to create purpose-driven brands that drive social change?

A. My advice is to pursue your vision with determination and authenticity. Don’t listen to the naysayers; focus on doing the work and producing something undeniable. The story you tell is important, but the product should also stand on its merit. Ensure that your products and brand consistently reflect your mission to drive social change.

Roberson remains steadfast in her mission to redefine the luxury fashion industry and create a lasting impact through diversity and inclusion. 

On August 19, 2024, EUMELANIN will expand its product line with the release of the HEX Mini Bag at the Project Show in Las Vegas as part of the IMFC Incubator program.

Keep up with Deirdre Roberson and EUMELANIN on social media. IG, LinkedIn and FB @Eumelanin.

 

Photo Credit: Justin Milhouse